EPISODE · Feb 22, 2026 · 1H 20M
How Sauna Can Grow Without Losing Its Soul with Justin Juntunen
from Badii Talk: Thermal Bathing and Sauna Culture · host Sarah Spoto
At Badii Talk, we often talk about bathing not just as a wellness practice, but as a cultural practice—one that reflects a culture and a place’s history and values. As sauna culture rapidly expands in the US and UK, a big question that we keep asking is: how do we grow without losing the heart and soul of the practice?Today, I’m joined by someone who has thought deeply about this — not only philosophically, but practically — through the systems, spaces, and communities he’s built. Equal parts modern designer, sauna snob, and business owner, Justin Juntunen has nearly four decades of practicing and building saunas. Justin is the co-founder and Chief of Growth at Cedar & Stone Nordic Sauna, a leader in the North American sauna industry. His team designs, builds, and creates beautiful thermic bathing experiences throughout North America. Over the next decade Justin is committed to hosting one million people to sauna so that we can build more resilient lives. Together, we explore:Sauna as ritual: the full thermic cycle of hot, cold, rest, and rehydrationHow thermic practices can live both in public spaces and in-home—and why each serves a different purposeWhat it means to winter well and embrace the cold The future of the sauna industry, and how to scale without sacrificing soul, culture, or integrityJustin’s tips for founders in the sauna worldThis conversation is an invitation to reflect on how bathing traditions are living cultures that deserve care and intention as they evolve.Follow Justin on Instagram. Learn more about Cedar and Stone.This episode was edited by Lila Woodbridge.💧Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community.💙 Subscribe today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture:Website: www.badii.lifeBlog: Badii Talk on SubstackInstagram: @badii.life
What this episode covers
At Badii Talk, we often talk about bathing not just as a wellness practice, but as a cultural practice—one that reflects a culture and a place’s history and values. As sauna culture rapidly expands in the US and UK, a big question that we keep asking is: how do we grow without losing the heart and soul of the practice?Today, I’m joined by someone who has thought deeply about this — not only philosophically, but practically — through the systems, spaces, and communities he’s built. Equal parts modern designer, sauna snob, and business owner, Justin Juntunen has nearly four decades of practicing and building saunas. Justin is the co-founder and Chief of Growth at Cedar & Stone Nordic Sauna, a leader in the North American sauna industry. His team designs, builds, and creates beautiful thermic bathing experiences throughout North America. Over the next decade Justin is committed to hosting one million people to sauna so that we can build more resilient lives. Together, we explore:Sauna as ritual: the full thermic cycle of hot, cold, rest, and rehydrationHow thermic practices can live both in public spaces and in-home—and why each serves a different purposeWhat it means to winter well and embrace the cold The future of the sauna industry, and how to scale without sacrificing soul, culture, or integrityJustin’s tips for founders in the sauna worldThis conversation is an invitation to reflect on how bathing traditions are living cultures that deserve care and intention as they evolve.Follow Justin on Instagram. Learn more about Cedar and Stone.This episode was edited by Lila Woodbridge.💧Badii Talk has a Substack! Join us where wellness meets travel. We explore global bathing traditions, sauna rituals, and spa culture through the lens of place and community.💙 Subscribe today and support an independently produced and funded podcast. The sauna and bathing industry in the US and UK is growing fast. Where there’s growth, money and big companies will follow. If you want to see a bathing culture that isn’t just led by the folks with the most cash, support a platform that is run from a grassroots level. A platform that can authentically prioritize a respect for culture, science, and community. Badii offers passionate and curious bathers and spa-goers access to news, education, and recommendations about global bathing culture. Explore more bathing culture:Website: www.badii.lifeBlog: Badii Talk on SubstackInstagram: @badii.life
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How Sauna Can Grow Without Losing Its Soul with Justin Juntunen
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